Part 3 of 4: Choose to Be Comfortable

by Case Lane

When choosing to launch an online business, you do not want to be phony.

In fact, you are told must be authentic.

Except there’s the conflict. You are being told you MUST be authentic, under the assumption that everyone knows what authentic is.

At the same time that people claim you must be authentic, they also claim you should make videos, or send email, or start a podcast or dance on Tik-Tok. 

Aspiring entrepreneurs who want to start a business, and attract an audience, but are turned off by the so-called ‘authentic’ things everyone is saying to do, need an alternative for appearing on an online platform.

The best bet is to pick the space where you are most comfortable.

What is an Online Platform?

Your online platform is the Internet space where you have your online presence – the basis for your business.

Bloggers have a website, podcasters appear in directories, vloggers post YouTube videos. Social media influencers dominate on Facebook or Instagram or Twitter.

You decide which one works best for you by deciding first which form of public expression suits your preferences.

A Presence You Own and Defend

A while back, in Hollywood, one of my colleagues once told me about this incredible idea one of the senior executives had that would change the industry.

My colleague was prone to exaggeration about a senior executive’s idea…especially if it could lead to career advancement. But the executive in question was more qualified than most, and had a solid reputation.

The idea could have been great…

….but, it was terrible.

And to my surprise I told my colleague exactly what I thought of the idea. I reacted against character because I felt passionate about the subject, and had a strong opinion of its viability.

The decision whether the idea would be implemented was not mine to make, but the opinion was definitely mine to express.

The defense of your own approach is even more pronounced online. 

Model Your Own Instincts

When you see people online in your target industry acting all the same – being cutesy, dancing, giving shoutouts, swearing and hollering….

You might think that’s how you have to behave to win over people in your potential community.

Many aspiring entrepreneurs imitate successful people because they believe the success can be directly copied.

But that approach rarely works. 

There is already a successful person being the original version of who you want to be, so a fake version has a limited chance.

Often a new entrepreneur does not want to behave like the successful person.  But does it under the mistaken belief that the community will only respond to the questionable behavior.

However, since you are passionate about your product and service, and turned off by the presentation of the existing leaders in your field, then you may have an opportunity with other members of the community who feel as you do.

No doubt your niche has specific approaches to ensure you are seen by your community, and are communicating your message effectively, but you can modify your approach to ensure you are comfortable, and therefore authentic in your presentation.

If you see a successful person in your industry who is a blogger, but you hate writing, you can either do something else, or outsource the writing to someone else.

Remember, online your marketplace is the entire world.  There is likely a community that would appreciate receiving your product or service in a form that it is not currently presented.

For example, today almost every book is released in digital, print and audio formats.  Not to mention those that may eventually be made into a movie or show. 

The reason you can keep releasing the same story in different forms is because different people want to absorb the same story in the format they prefer. 

Select Your Platform Preference

You can deliver your product or service offering on exactly the platform that you prefer.

You have to decide where you add value, and how you want to contribute based on your expertise and skills.

You can also look at your niche the same way. Test the approaches you prefer, and measure your community’s response.

For example, professional NFL football has one community of beer-drinking, screaming, face painters…and another of statistics and analysis geeks from analytics professors and statisticians to college students and the curious who discuss the probabilities of certain plays, moves and scores in every scenario.

The business of data is data tables, analysis apps, fantasy football instruction manuals, courses on how to understand the game, blog, podcast, affiliate for clothes, gear, and food…and more.

You can approach your own passion in your niche in any direction you choose, and find your community wherever they may be hiding.

You can write, talk, film, teach, dance or holler…

Practically everyone is on the Internet, and everyone is looking for their preferred approach to education, information and entertainment.

There is no competition and all fields are wide open because people are constantly searching for their preferences.

When you go online with your business idea.  You can deliver as you see fit.

That’s the incredible opportunity that exists in the online space today.  And you have the opportunity of a lifetime to take advantage of it.

For the next article: Click Here for Part 4 of 4: How Dominate Your Niche of Niches

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